Contextual Integration /

It may be clichéd, but the analogy of integrated marketing being like matching luggage remains apt. An idea is taken and then adapted from its original intended channel to work on any number of other platforms, be they mobile, social, experiential, etc. The only problem is that people don’t live their lives according to media silos. As more marketers begin prioritising consumer-centricity, a new age of integration is starting to emerge – one based not on media channels, but on an individual person’s specific context. At Most Contagious we’ll be exploring how time, location and even intent are now being considered by the most technologically-savvy marketers to deliver hyper-personalised experiences.

About the speaker

Arif is a formally trained brand marketer, working for the past decade on the PepsiCo beverage brand team, and before that for four years as an agency suit. His most recent role was within an innovation team for the Gatorade brand, where Arif’s focus was principally digital/technology. He built the first PepsiCo in-house real-time social media monitoring platform outside the USA (Gatorade Mission Control), launched PepsiCo UK’s first direct to consumer ecommerce site, and was a judge and mentor on PepsiCo 10 Europe.
He has extensive traditional brand marketing experience including media planning, creative advertising development and management of sponsored assets. Before Gatorade he had a variety of roles across PepsiCo’s beverage brand portfolio including delivering Pepsi UK’s Football and Music platforms, and responsibility for 7UP across the European region.